LONDON - Procter & Gamble is to consolidate its global digital roster in a bid to cut costs.
The news comes as the FMCG giant, which expanded its pan-European account two years ago, looks to increase online adspend.
According to Nielsen, P&G spent £1.4m on advertising in the year to October 2008. The global digital roster was set up in 2006 ahead of digital projects.
Last May P&G announced that it would be rolling out a global digital strategy to promote its Head & Shoulders shampoo brand through a series of online campaigns promoting the need for scalp care.
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